Major corporations spend millions each year on their identities so that they continue to be instantly recognizable. Why? It's simple, basic. It is an effective way to influence consumer behavior. How so? People prefer to do business with those whom they trust. The more you become familiar with a product or a company the more you come to trust it. You are thus more likely to do business with a company you are familiar with (i.e. "trust") than one that is less recognizable. A strong identity can have a major impact on your business. If people have seen your ads, trucks, sign, business cards, etc. around town for a period of time, and if these have been presented in a consistently recognizable way, consider what happens. The public will attain a sense of familiarity and trust in your product or service even though they may never have met or dealt with you before. The most obvious place to start is with your logo. If you don't have a company logo, get one. It is the single most effective tool for starting to get your name recognized. If you've got something you've been using but you never felt quite right about it, consider showing it to a graphics professional for possible improvement. Sometimes an old, dated logo can be upgraded (made more legible, more attractive, more current) without losing it's original character and recognition power. Even the major corporations alter their graphic symbols to reflect current trends while retaining a recognizable portion of the old. A well designed logo is a most important step in
building your company's image and name recognition
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